A bar by any other name

The Ocean City brewery embroiled in a legal battle over its name has rechristened itself.

The bar formerly known as Shorebilly Brewing Co. is now Backshore Brewing Company.

An Ocean City retailer is suing the brewery for trademark infringement. Though the lawsuit continues, Shorebilly Brewing announced at the end of last year that it would rename itself, opening up suggestions for its new moniker to the public.

After the bar opened last spring, retail company Teal Bay Alliances LLC filed a lawsuit in U.S. District Court in Baltimore, saying the bar was infringing on its trademark by using the Shorebilly name on the restaurant, t-shirts and other gear.

Teal Bay sells clothes and other merchandise with a cartoon wave logo and the word “Shorebilly” on them. The owners claim their trademark application for “Shorebilly” was approved in October 2011 by the United States Patent and Trademark Office.

Though the brewery changed its name, Teal Bay’s attorney has said that the company will continue its lawsuit since it is still seeking attorney’s fees and any profits from sales connected to the word, “Shorebilly.”

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